WASHINGTON — The National Retail Federation is pushing back against concerns that retailers use consumer data and artificial intelligence to charge individual shoppers higher prices, arguing that data-driven pricing helps retailers offer discounts and keep prices competitive.
NRF submitted a statement for the record to the Senate Judiciary Subcommittee on Crime and Counterterrorism ahead of the Subcommittee’s hearing, “Your Data, Their Profit: The Consumer Cost of AI Surveillance Pricing.” The hearing was led by Subcommittee Chairman Josh Hawley, R-Mo., and Ranking Member Dick Durbin, D-Ill.
In its statement, NRF said retailers use data-driven pricing tools, loyalty programs and technologies such as electronic shelf labels to respond to factors such as competitor prices, consumer demand and seasonal trends. These tools can also support personalized discounts, targeted incentives and faster pricing updates.
The trade group argued that competition among more than 600,000 retailers nationwide strongly incentivizes companies to keep prices affordable and maintain consumers’ trust rather than use data to maximize prices for individual shoppers.
Read NRF’s full statement for the record here and watch this video to learn more about retailers’ efforts to keep prices affordable for working families.
Additional NRF resources include:
- Debunking 5 myths around algorithmic pricing blog
- Algorithmic pricing: Innovation misunderstood blog
- Data-Driven Pricing and Retail landing page
- Digital Shelf Labels Explainer video
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